A Study on Chinese Buying of Korean Products through Overseas Direct Online Shopping by Social Welfare Workers

Nowadays, Korean products are prevailing all over the world. Especially in China they including cosmetics, clothes, etc. are very popular. But because of THAAD, China’s people can’t go or travel to Korea. Also they do not have a chance to buy Korean goods even though they like Korean products very much. So instead of travelling Korea, they usually make use of overseas direct buying with the booming in current online shopping. Ironically, in spite of bad conditions, they used to buy Korean cosmetics by way of “overseas direct buying” as a distribution channel. Therefore the revenue on Korean cosmetics is growing up more and more. At that point, this study focuses on the Effects of Website characteristics and Delivery Service Quality of Satisfaction and Repurchase Intention in Overseas Direct Online Shopping to buy Korean products by China’s people in China. To do this, first of all, we drived out the variables from previous studies and analyzed 272 collected data. The results of this study are as follows. First, Among the characteristics of the overseas direct purchase website, the security, convenience and information provided by the overseas direct purchase have already had a positive impact on the satisfaction. Second, The quality of the delivery service is composed of four factors: rapidity, reliability, intimacy and correctness. Third, The research results indicate that the satisfaction level has a positive impact on the re-purchase intention.